Italian designer and manufacturer Smeg has announced the opening of its flagship UK on Regent Street, London, sat among the hotly-anticipated redevelopment of St. James’ market. This capital position sits snugly between Piccadilly and Pall Mall.
The magnificent traditional architecture of the store offers the perfect setting to showcase Smeg’s extensive collection of large and small appliances. The property stretches across 6,400 sq ft split over three floors and features lofty seven-metre high ceilings, with a store front that boasts expansive single pane glass windows. This impressively capacious architecture makes for an open plan space to display the extensive product range.
The ground floor acts as a retail space focusing on the company’s domestic appliances and accessories, alongside the produce from Montecoppe, Smeg’s own Italian farm, including cheeses, vinegar and wines. Striking displays from the famous Dolce&Gabbana collaboration and the colourful Portofino and Victoria will all stand centre stage on the ground floor, while a floor-to-ceiling ‘living wall’ of flowers and foliage was integrated to reflect Smeg’s love of natural materials and appreciation for the environment.
In contrast, the showroom’s mezzanine level boast a library-like atmosphere, with a dedicated design lounge and meeting space. While downstairs, the store’s basement facility will host a purpose-built theatre for cooking demonstrations.
Aesthetically, the Regent Street property has employed a modern, neutral palette of creams, natural woods and marble in combination with Corian, travertine, steel and glass surfaces. This characterful mix of materials is brought to life by architectural and LED lighting.
Managing Director, Mike Giddings, commented “The launch of Smeg’s flagship London store, a project over 4 years in the making, comes at a momentous time for Smeg UK. With continued growth across the company, we’re excited that store will enhance the brand’s development and engagement with consumers in London and beyond – a platform for regular events, exciting launches and new displays.
“Since 2009 Smeg has grown by 164% and the addition of our St James’s store will help the company to expand further. The unique location in St James Market emphasises Smeg as a luxury brand and shows how Smeg survives by being different.”Smeg | smeglondon.com